| Abstrak/Abstract |
The existence of traditional market as the center of economic activities in Indonesian society
has begun to be displaced by modern market. Improvement in service quality is important
in increasing consumers’ loyalty in order to retain them. The purposes of this research are:
1) to know the level of 7P’s marketing mix in traditional market; 2) to know the level of
traditional market consumer’s loyalty and 3) to determine the relationship between marketing
mix implementation with consumer’s loyalty. There were 180 traditional market consumers
selected by incidental sampling method from 8 traditional markets in Indonesia. Checklists and
Likert scale questionnaires were used as tools. Descriptive method was used to analyze data.
The result shows that level of marketing mix implementation is high with an average value of
74.07%. The marketing mix elements in order to arrange from the highest to the lowest in level
of implementation are respectively those termed People, Process, Physical Evidence, Price, Place,
Product, and Promotion. The People element is the highest. This shows that traders’ friendliness,
alacrity, and honesty are still the hallmarks of traditional markets. The Promotion element is
the lowest because most of the merchants do not implement proper promotion. The average of
consumers’ loyalty level in traditional markets is 77.61%, which is considered high. The 7P’s
marketing mix, except for the Product aspect, have positive and signifi cant correlation with
consumer loyalty, but it is still relatively weak. The consumers would continue to repurchase in
traditional markets and recommend that others also shop there. |
